Integrated Marketing Communications (Part II)

Levi's Strauss & Co has managed to re-invent their jeans brand through the use of different fabrics and cuts that have given their product a new, youthful look. In the product life cycle Levi's Jeans are located on the maturity stage because competition becomes fiercer, and thus persuasive and reminder advertising are more strongly emphasized. Sales promotion comes back into focus as product sellers try to increase their market share. Over the years, the company maintaned profits by providing a wide range of products, capturing new markets and increasing its market shares. Levi Strauss & Co has maintained its corporate responsible image and progressive standards on social, labor and environmental issues, which may have long-run profit opportunities in the future.